Building bridges

Jordan has intensified its efforts to attract Gulf tourists to the Kingdom after launching a comprehensive marketing strategy.

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By  John Irish Published  June 2, 2003

Following on from establishing a regional tourism bureau in Dubai last month, the Jordan Tourism Board (JTB) will attempt to attract Gulf travellers through a comprehensive marketing strategy.

The project, launched yesterday (June 02), will comprise an intensive sales drive, advertising campaigns as well as public and media relations’ programmes aimed at attracting leisure, business and MICE (meetings, incentives, conferences and exhibitions) travellers.

“We are revitalising our drive to boost Jordan’s tourism industry, marketing the Kingdom as the number one destination of choice among GCC residents,” said Marwan Khoury, JTB managing director. “The Gulf region is a very important market for us – in particular the UAE, Kuwait, Saudi Arabia and Bahrain.”

In 2002 Jordan welcomed over 900,000 visitors from the Gulf, an increase of 18% from the previous year. However, with war in Iraq, ongoing Palestinian-Israeli tensions and the sustained impact of 9/11, visitor numbers to the Kingdom have dropped drastically.

Khoury, stressed that despite these setbacks, the latest venture could lead to a 20% growth in passengers from the four countries by the end of the year.

“Jordan offers a host of undiscovered options to holidaymakers and businesses with varied interests, and we are confident that the country is a huge draw,” he added.

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